Meet ‘Strappy,’ the Almost-There Future of Urban Transport Advertising Technology

As if Tokyo subway cars didn’t have enough ads already, the printing company Shunkosha stuck one onto hanging straps earlier this month. They call the ad “Strappy.” But Strappy isn’t your typical inanimate advertisement. Rather, it’s an interactive ad that communicates with your phone.

When riders touch their smartphones to Strappy, a browser pops up with an advertisement, coupon, video, or whatever other marketing device companies choose to employ. For the trial run...Strappy sent ads to passengers from the travel agency H.I.S.

The device works through the use of near-field communication, a short-range wireless connection that turns a smartphone into an advertisement